Travel + Leisure Co. has announced plans to bring its Sports Illustrated Resorts brand to Chicago by transforming the existing Virgin Hotel in the Loop into a location celebrating the city’s sports legacy. The property, located at 203 North Wabash Avenue, will house approximately 250 units when complete. Expected to open in late 2026, the resort aims to deliver sports-inspired design, vibrant public spaces, and a blend of leisure amenities for both locals and visitors.
The building is already well situated: one block off Michigan Avenue, along the Chicago River, near cultural sites and key sporting arenas. Its size allows for a full conversion that retains some historic architectural details – such as a grand staircase – while introducing contemporary design touches.
Guests can expect a sports bar, full-service restaurant, street-level coffee shop, and a signature fitness center in addition to stylish guest rooms. Travel + Leisure Co. emphasizes that the resort will bring energy year-round, not just on game days.
Why Chicago Makes Sense for Sports Illustrated Resorts
Chicago has a long and deep relationship with sports. With over forty championships across professional sports plus college teams, the city brings strong fan culture and a built-in audience. Travel + Leisure says that Chicago is its third Sports Illustrated Resort location, following sites in Alabama and Tennessee. This reflects a growth strategy focused on places with both tourist draw and everyday local appeal.
The resort’s design will lean heavily into aesthetics informed by sports culture – murals, imagery, tone, and space design meant to evoke stadium energy. There’s an appeal in offering fans an immersive stay with both sport and rest. The property will offer flexible ownership or points-based ownership models, making it more accessible to guests who want something more than a standard hotel.
The transition from Virgin Hotel will be gradual; property will remain open during conversion, with partial operations expected during a “pre-season” era this winter.
What Guests & Neighborhood Should Expect
For guests, this resort brings a new kind of hospitality experience in downtown Chicago. Sports lovers will have dedicated spaces to gather, dine, watch games, and relax. Amenities are being designed to serve both short-stay tourists and locals, especially those looking for vibrant social gathering spaces. The food and beverage offerings will be curated to reflect local tastes while aligning with the Sports Illustrated brand: bold, energetic, and experiential.
On the neighborhood level, this development will contribute to the Loop’s hotel inventory, adding competition and variety to lodging options. It could help attract more visitors drawn not just by business or tourism, but by sporting events and culture.
Local restaurants, shops, and entertainment venues nearby may also benefit from increased foot traffic. Meanwhile, maintaining architectural heritage – like preserving parts of the building’s classic features – helps integrate history with new use.
Ultimately, the Sports Illustrated Resort in Chicago promises to be more than just a hotel – it aims to be a destination for sports fans, lifestyle travelers, and those wanting immersive design and culture under one roof. As the property transforms, it will be one to watch for how hotel brands blend identity, locality, and hospitality in urban settings.
